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Camera carry gear that is versatile, stable, durable, and beautiful. Iconic tools with a new level of performance and aesthetics.
Camera carry gear that is versatile, stable, durable, and beautiful. Iconic tools with a new level of performance and aesthetics.
12,196 backers pledged $1,330,583 to help bring this project to life.

Results: What should we make next?

Posted by Peak Design (Creator)
20 likes

It's donut day, so we're going to keep this update quick.

Just kidding! We're going to share the salaciously detailed results of our customer survey. But first, we've got a special request:

WE'D LOVE YOUR VOTES

The 6th annual Carryology Carry Awards are upon us. Capture v3 is in the running for Best Accessory, and Peak Design is up for Brand of the Year. We're honored to be in contention in these categories, both of which are decided by popular vote. So if you've got 5 seconds to spare, please click the images below and vote...

Peak Design for Brand of the Year: VOTE NOW
Peak Design for Brand of the Year: VOTE NOW
Capture v3 for Best Accessory: VOTE NOW (today is the last day to vote in this category!)
Capture v3 for Best Accessory: VOTE NOW (today is the last day to vote in this category!)

SURVEY RESULTS

A couple months ago we asked you a bunch of questions...everything from "how do you like Capture V3" to "what should we make next" to "why is Peter Dering shirtless in this photo." Those questions comprised our annual customer survey. Now, we've got answers. A bunch of them.

HELLA RESPONDENTS

First up, 9573 people responded in full. That's...like...just...wow. That's an insanely high rate of engagement, especially for a survey that took on average 17 minutes and 14 seconds to complete. The completion rate was 64.7%, meaning that over 16,000 people visited the survey. We couldn't be luckier or more humbled by your willingness and enthusiasm to shape the future of our products and company. Now, the good stuff.

CURRENT PRODUCTS: LIKES AND DISLIKES

We use a system called Net Promoter Score (NPS) to understand, at a high level, how customers feel about our products. It starts by asking a simple question: on a scale from 0-10, how likely would you be to recommend product X to a friend? We then tally up those results as follows:

Generally, an NPS above 0 is good. An NPS above 50 is world class. And an NPS below 0 means that the product is not living up to expectations.
Generally, an NPS above 0 is good. An NPS above 50 is world class. And an NPS below 0 means that the product is not living up to expectations.

NPS will never be a substitute for the qualitative feedback you give us day-in, day-out. Instead, it's a way to summarize and quantify which of our products are most beloved, and which are least living up to their expectations.

Here's how all our products ranked:

A few key things to note:

Our top selling products are our most beloved. That's great. Especially great to see so many of our core products with a 50+ NPS.

People like our new stuff more. Customers like Capture v3 more than v2, and v2 more than v1. Some might say "no duh" here, but we consider this a good affirmation that the updates we make to our products are experienced positively by our customers. Note that Pro Pad v2 jumped nearly 50 points from -22.7 to 25.3. If you're a frustrated v1 Pro Pad user, an upgrade might make all the difference.

Improvement priority: Pouches. Field Pouch, one of our most owned bags, scored a relatively low 11.3. Reading qualitative responses, we believe that recent updates we've made to the velcro fastener and the inner mesh pocket material will bump up Field Pouch's rating over time. Range Pouch scored -16.3, and quantitative responses cited the product's shape and open/closure mechanism as pain points.

Improvement priority: Shell. Shell is a stretchy, form-fitting waterproof camera cover we launched a few years back. A frequent pain point stems from the fact that cameras/lenses come in endless shapes and sizes, and Shell only comes in 3. We'll never be able to fit all cameras, but we may be able to fit more...particularly as cameras continue to shrink in size.

Here's another look at old vs. new versions of the products that we launched in this KS campaign:

Depending on your feelings toward statistics, this either excites or bores you. Hang in there, it gets more universally exciting from here.
Depending on your feelings toward statistics, this either excites or bores you. Hang in there, it gets more universally exciting from here.

PD CUSTOMER DEEP DIVE

Let's just jump right into it. We'll share your answers, along with our analysis in the caption.

We design our products to work together as an ecosystem, so it's inspiring to see that on average Peak Design customers own 5+ products. We believe this stat is boosted by the fact that we have so many (incredible) repeat Kickstarter backers.
We design our products to work together as an ecosystem, so it's inspiring to see that on average Peak Design customers own 5+ products. We believe this stat is boosted by the fact that we have so many (incredible) repeat Kickstarter backers.
We've asked this many times over the years and the answer has remained pretty steady: most of our customers are hobbyists, along with a core group of pro shooters and a slowly growing group of non-photographers (who use our bags for everyday carry).
We've asked this many times over the years and the answer has remained pretty steady: most of our customers are hobbyists, along with a core group of pro shooters and a slowly growing group of non-photographers (who use our bags for everyday carry).
Bro! About 20% of our customers drone, bro. But there's growing interest, bro. Siiiick.
Bro! About 20% of our customers drone, bro. But there's growing interest, bro. Siiiick.
Our customer age range is a pretty standard bell curve, but is skewing younger in recent years. We attribute that to our growing bag line, as well as social media's impact on the popularity of photography.
Our customer age range is a pretty standard bell curve, but is skewing younger in recent years. We attribute that to our growing bag line, as well as social media's impact on the popularity of photography.
Camera gadgetry has a mostly male consumer base, and it's where we started. We expect our base to naturally balance out as we delve further into the bag market. Still, we acknowledge the need to design and market to the needs of a more diverse audience.
Camera gadgetry has a mostly male consumer base, and it's where we started. We expect our base to naturally balance out as we delve further into the bag market. Still, we acknowledge the need to design and market to the needs of a more diverse audience.
We speak up on issues we care about—it's in our mission. But shouting into a likeminded echo-chamber helps nobody. We always seek opinions of those who think differently. There's a lot of common ground out there (figuratively and literally).
We speak up on issues we care about—it's in our mission. But shouting into a likeminded echo-chamber helps nobody. We always seek opinions of those who think differently. There's a lot of common ground out there (figuratively and literally).
Interesting to see Sony creep above industry stalwarts Nikon and Canon. Not surprised to see Apple at the top.
Interesting to see Sony creep above industry stalwarts Nikon and Canon. Not surprised to see Apple at the top.

YOUR PERCEPTIONS OF US 

These were the top 5 terms you picked out of a randomly ordered list of about 30 adjectives. Not surprisingly, these words all primarily describe our products and design philosophies behind them.
These were the top 5 terms you picked out of a randomly ordered list of about 30 adjectives. Not surprisingly, these words all primarily describe our products and design philosophies behind them.
Here's the rest of the terms. Congrats to the 296 people who think "Peak Design" is synonymous with "Latte-Sipping." That was the one correct answer. You won!
Here's the rest of the terms. Congrats to the 296 people who think "Peak Design" is synonymous with "Latte-Sipping." That was the one correct answer. You won!
9 out of 10 customers think we're funny! This data primarily serves to inflate the collective ego of our marketing team.
9 out of 10 customers think we're funny! This data primarily serves to inflate the collective ego of our marketing team.

 YOUR COLOR PREFERENCES

It makes sense that most customers are satisfied with our current color options (after all, if they weren't they wouldn't be our customers). But a quarter of you are hungry for more.
It makes sense that most customers are satisfied with our current color options (after all, if they weren't they wouldn't be our customers). But a quarter of you are hungry for more.
Variants of blue, red, and green are the top pics. Without spilling the beans completely, we do have a new bag color-way up our sleeves. We especially enjoyed the write-in answers for this question.
Variants of blue, red, and green are the top pics. Without spilling the beans completely, we do have a new bag color-way up our sleeves. We especially enjoyed the write-in answers for this question.

WHAT SHOULD WE MAKE NEXT?

This is the really fun part. Without further adieu, here's what you're collectively craving:

You really want a travel backpack, huh? Okay.
You really want a travel backpack, huh? Okay.
An ultralight tripod? Alrighty then.
An ultralight tripod? Alrighty then.
Wallet? Jacket? Mobile accessories? If you insist.
Wallet? Jacket? Mobile accessories? If you insist.

The beauty of being an entirely crowdfunded design company is that we have the freedom to determine our product roadmap. In the end it's just us and you, our backers and unofficial board of directors, who steer the direction of this company. We will continue to design solutions to your needs. Remember the responses above, or as we call it, our to-do list. This especially applies to the 191 respondents who want us to make a Pogs Quiver.

THE FUNNIES

Here are all the funnies. You did good on them.

According to Peter he was warming up, not drying off. Who would you rather believe, 9,497 respondents or...Peter?
According to Peter he was warming up, not drying off. Who would you rather believe, 9,497 respondents or...Peter?
Unfortunately Potty Talkin! was cancelled after Episode 1. We have 3 bathrooms in the PD office, and we need 'em all.
Unfortunately Potty Talkin! was cancelled after Episode 1. We have 3 bathrooms in the PD office, and we need 'em all.
Trick question. All answers are correct.
Trick question. All answers are correct.
We thought we could sneak this clever Photoshop job by you, but nope! You got us!
We thought we could sneak this clever Photoshop job by you, but nope! You got us!
The Peak Design Customer Survey: 57% of Respondents Actually Enjoy It™
The Peak Design Customer Survey: 57% of Respondents Actually Enjoy It™

PROJECTS YOU MIGHT LIKE

Per the usual, we'll end by sharing the KS love.

GNARBOX 2.0: The v2 of a rugged, portable backup and storage device that drastically speeds up the creative workflow. Just 12 hours left to back this campaign!
GNARBOX 2.0: The v2 of a rugged, portable backup and storage device that drastically speeds up the creative workflow. Just 12 hours left to back this campaign!
Our favorite toy brand (they used to have a rad store in SF) is partnering with artists around the world.
Our favorite toy brand (they used to have a rad store in SF) is partnering with artists around the world.
A fold-flat portable charcoal grill. Worth checking out for the video alone, which really showcases the Midwestern culture we hold so dear.
A fold-flat portable charcoal grill. Worth checking out for the video alone, which really showcases the Midwestern culture we hold so dear.
 
Western Rise makes good-looking, innovative, durable outdoor lifestyle gear. Their Evolution Pant is now available for pre-order.
Western Rise makes good-looking, innovative, durable outdoor lifestyle gear. Their Evolution Pant is now available for pre-order.
Moment's new anamorphic lens for mobile videography is sleek, beautiful, and available for pre-order.
Moment's new anamorphic lens for mobile videography is sleek, beautiful, and available for pre-order.
Lee-Anne Maningas, Daniel Sin, and 18 more people like this update.

Comments

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    1. Michael Meissner on

      @Justus: I never use the strap provided by the manufacturer. While I don't go to the point that some do of taping over the camera name, I don't feel the need to broadcast to the world that I use an Olympus or Panasonic camera.

      But I've gone through various straps in the 14 years I've been using digital cameras. The Domke straps are probably the ones I've used the most, though for smaller cameras I do like the PD Cuff and Leash. I'm still debating whether to go back to Domke after using the Slide Lite on my main two cameras.

    2. Justus Ackermann on

      @Li
      Glad it helped. But you might want to hold back on getting the clutch now, at least when you have a mirrorless. Already during this campaign PD was floating the idea of introducing a slim clutch, specially for mirrorless. Not that clutch is bulky, at least not for a DSLR body, but it might look odd on a super stylish mirrorless body. I'm sure they will talk about that in the opcoming campaign...

      @Michael
      That is probably very true! I got the anchor links more out of principle to connect the horrible strap which came with my DSLR, just to be able to use it at all. Which I do exactly never.

    3. Michael Meissner on

      @Laurent, @Justus: Yes, the anchor links allows you to connect other straps. I must say however, after using it, I find it is a little too bulky (the plastic part in particular). Given the various constraints, there probably isn't anything that can be done about a generic solution.

      I was one of the people that asked for something like the anchor straps back when they first introduced, and now that they have delivered it, I find it is a mixed blessing.

    4. Li Gallegos on

      @Justus

      Thanks for the tips! I have a mirrorless camera and not much for it at the moment so I don’t need anything big to carry it in yet. I’ll definitely consider getting the clutch now too.

    5. Justus Ackermann on

      @Laurent
      I cannot really provide a strap, but you can make any* strap compatible with PD anchors using the anchor links: https://www.peakdesign.com/product/straps/anchor-links

    6. Laurent on

      Is it possible to have a Dual Camera Strap that works well with PD Anchors! Want to keep the system when i shoot weddings!!

    7. Justus Ackermann on

      @Li
      Just two weeks ago I really used my Sling 5L for the first time. I got it because I needed a small bag to carry essential stuff when I visit cities, in this case San Francisco (very fitting). On those occasions I have a camera with one lense, maybe want to tug my sunglasses away, maybe my passport, small wallet, I also pack my iPad mini. So all in all a very limited setup. The Sling 5l is just perfect for that! It's super light, sits very snug on my back, holds everything I need for a day. It's great with a camera with clutch, you can hook a capture on the side. For me it's better than having my camera with Slide and then no room to put anything else. And a full backpack or something would just be too large for my taste, I don't need all that room on a city-trip.
      So I obviously don't know what you want to do with your Sling 5l, but if it is anything like that - go for it!

    8. Missing avatar

      Schmidtchen on

      I might consider buying a new Slide - if it were available in blue. I have an old one in Navy (I think this was the Peak Design name), and I like the colour very much. Just combine new features with old colours, and you have me on the hook.

    9. Li Gallegos on

      Glad the Everyday Sling 5L got a good rating. I’ve been wanting to get it but holding off for what might come out this summer. Excited to see what you guys do next.

    10. Michael Meissner on

      The more I use my Slide Lite and my Domke strap using Anchor Links, the more I wish the anchor link straps had a swivel attachment between the cord part that goes through the strap lugs and the circular part that attaches to the strap.

      I find I continually have to unwind the cord part as it has gotten wound up.

    11. nick.does.bags
      Superbacker
      on

      Surprised shell was so far down on the list. I keep mine on my A7II all the time. Adds that extra protection within the bag and has definitely saved the camera from getting a few scrapes when out and about!

    12. Gum Li on

      wow, can't wait for more KS projects from you guys, I love how you guys actually asking what we want and really response and telling us the results, better save so money for backing your new items now, lol.

    13. Peak Design 8-time creator on

      By "nobody" I meant "everybody." I had no proofreaders for that response. Happy Friday.

    14. Peak Design 8-time creator on

      @Mark dangit! We tried to get more proofreaders but nobody seemed to think we were making much adieu about nothing.

      Check out peakdesign.com/field-pouch. Specifically, look at the studio images for closeups. You'll notice a new type of hook-and-loop fastener, as well as slightly different materials making up the stretchy inside pockets. We used the same stretchy material that you'll find on the inside of the Everyday Backpack, Tote, and Sling.

    15. Mark Woon
      Superbacker
      on

      *sigh* It's without further _ado_. Not adieu.

      And where can I get more info on the tweaks to the field pouch?

    16. Peak Design 8-time creator on

      @Lee-Anne we'll try not to make you wait too long!

    17. Missing avatar

      Lee-Anne Maningas on

      SoOoOoo... when will we get to see that travel backpack?? 😉 I've got a couple of trips already lined up 😁